A man who fell off rocks while fishing at a notorious West Auckland beach remains missing and a search effort to find him has been scaled back.

Emergency services were called to Piha Beach on Thursday afternoon after reports that a man fishing off rocks at Piha’s southern end had fallen into the water about 1.45pm.

The man, described as being of Asian descent, was wearing a lifejacket.

The incident happened at an area known as The Gap — a spot between Flat Rock and Taitomo Island.

The west coast beach is regarded as notoriously dangerous; with a number of drownings, rescue incidents and near-misses reported over the years.

Police said today that the Police Eagle helicopter is now scanning the area twice a day. However, there is no further active search planned for today, a spokeswoman said.

On the day of the incident, lifeguards immediately got an inflatable rescue boat and two jetskis into the water, while others monitored on land.

The Police Eagle helicopter also carried out an initial aerial search of the area.

Authorities are appealing to members of the public who may have seen the man before the incident happened.

Police are also asking anyone who may have information about the man involved to make contact.

Can you help? Anyone with information is urged to contact Police on 105